The Keys to Success

“The trouble with opportunity is that it’s always more recognizable going than coming.” Author unknown

I would like to share with you another marketing approach that has worked wonders for a restaurant in Bartlett. There is nothing “in the box” about this thinking, but it has WORKED! I am sure many of you have seen this type of set up at fund raisers and the like, but I am sure that few of you have seen it implemented at a restaurant. I realize that this might not match the business profile for everyone on this mailing list, but I am sure that some of you can put this, or something like it, to work to your advantage.

It gets a little complicated, but bear with me. What this operator has done is purchase 2 Harley Davidson Motorcycles and offers them up as a prize for whoever buys the lucky keys to the cycles. The first time I heard it, I was like, whoa….that doesn’t seem like such a good idea – giving away 2 motorcycles? But as I was walked through the strategy, it began to make a whole lot of sense.

How do you buy a key to the cycle? You get the opportunity to put a key in the cycles by purchasing a $100 gift card for the restaurant. The gift cards can be used in the bar (ideally) and in the restaurant (still a good thing). Let’s figure that his food cost is 30%.....so each time he sells the chance to be a winner, he puts $70 into his pocket. If he spent $21,000 combined on the bikes, then all he needs to do is sell 300 of the gift cards to recoup his initial investment. Imagine the positive energy and excitement centered on the opportunity to win the motorcycles.

Fast forward 2 months and March Madness is upon us. It is noon on Friday of the opening weekend and your bar is filled to capacity. 4 guys are seated at a bar table, settled in for the duration of afternoon. They are staring down lunch, appetizers and an afternoon of drinks. It is not hard to imagine that they will each spend close to $100. Your server suggests that they purchase a key. Don’t you think they will go home and tell their friends about the chance they have to win a Harley (or whatever you want – home entertainment center, a car, a motorcycle, a vacation, a cruise, snowmobiles, anything)? Talk about a buzz being generated. Think about gift giving holidays or occasions (graduations, weddings, Christmas, Father’s Day) wherein a customer could buy the gift card as a gift and get the chance to win the prize. I am sure the purchaser is going to spend more than just the $100 for the gift card – they are in your restaurant after all. Then the recipient arrives at your place with a gift card burning a hole in their pocket. A night like that (what the heck it isn’t costing me anything) probably will result in all the stops being pulled out. Are they really going to stay below a hundred dollars? Doubtfully.

The opportunities to use this marketing scheme are limitless. Contact your local car dealer and tell him you want to advertise one of his cars for 90 days in your restaurant. You offer to get the dealership involved – their name in lights, signage, an insert in the menus or on the tables. You have to believe that they would work something out with you on the cost of the car. They would love the good publicity and word of mouth that your promotion would generate for them. Talk to a travel agent, a furniture store owner or an electronics store owner and get them involved. You don’t even have to do just one grand prize, you could have 2, 3, 4 prizes – heck as many as you would like! There is no end to what kind of positive energy, excitement, buzz, talk and reputation you can generate with a promotion like this.

Then, when it is time to do the drawing, or starting of the car/jet ski/motorcycle – you have a great excuse to get people BACK to your restaurant or bar, spend more money, during the “final festivities” event party weekend! This can be a great type of event – part of the proceeds can go to a charity if you would like. Think big, what about winning a house or condo!?!? A builder may want to get in on something like this – you never know until you start working it.

Bottom line – this is something that sets you apart from your competition. This generates excitement and leads to fun energy. What a great way to reinforce your reputation as THE PLACE TO BE!!!